What determines whether someone is a professional? There are a variety of factors. How long have they been doing the job? What is the person’s level of experience? How do they carry themselves? Those are just a few. Their energy speaks volumes about them. The big one: professionals practice, and you play how you practice. If you are not practicing until you have a deal, you are doing yourself, your career and your customers a tremendous disservice.
So why doesn’t everyone practice? They don’t want it badly enough or have no oversight and accountability. Everyone wants a “six-pack,” but nobody wants to do sit-ups.
Professionalism is also an attitude, one that is created, fostered and even developed as a byproduct of attending professional functions, networking events, and continuing education, like conferences and summits. A professional is an individual who strives for excellence and is never satisfied with average results. Remember, as my mentor G.P. Anderson says, “The pool of mediocrity is well-stocked.” A pro can always be found in the front row with a pen in hand and a notepad nearby.
While we don’t require advanced training and education to the same degree as doctors and attorneys, we need equal to, if not more than, the same level of professionalism, knowledge and expertise. When buyers are writing a personal check for six figures for an automobile purchase, they have an elevated expectation of the business manager.
Those who want to learn and become a student of their profession and master their craft, practice working at it daily. When you are determined to learn and grow, you will improve your knowledge and skill set and become an unstoppable force. Your energy and momentum for growth spread, and with each minute you dedicate to self-improvement, you move closer and closer to becoming a master F&I professional.
Want to change the trajectory of the rest of your year? Here are four things you can consider on how professionals practice. Be honest with yourself about whether you are doing these or not, and why:
Professionals don’t train “occasionally.” They do it consistently. They subscribe to industry publications (like this one), and they engage in the Facebook group EFI. They regularly attend conferences, including as many workshops and seminars as they can. When we train, we obtain and keep relevant certifications and accreditations to ensure compliance and demonstrate expertise. Customers will pay you tens of thousands of dollars for your knowledge and expertise. They won’t pay you a plug nickel for a sales pitch they don’t want to hear.
A professional F&I master also conducts internal training. They continually engage in dealership-specific training sessions to align with the dealership's procedures, goals and expectations. They study product knowledge by reading every word of every page of every contract after every revision.
They use consultative selling to understand customer needs and offer tailored financial solutions that meet those needs. They run with transparency in all financial dealings, providing clear and honest information to customers. They do everything with integrity and uphold the highest standards, avoiding any practices that could be perceived as deceptive or unethical. They collaborate with a customer-centric approach, focusing on the customer's best interest, building trust, and fostering long-term relationships.
Finally, professionals track performance and watch all metrics, not just when the trainer or the rep comes into the store. They regularly check key indicators, such as conversion rates, profit per deal, and product penetration rates. They focus on continuous improvement and use data to find areas for improvement, implementing strategies to achieve goals.
We all want to be the best at what we do. We want to run big numbers, earn big paychecks, sell lots of products, help lots of customers, be No. 1, right? Then why is it that we only take the “required” tests from the manufacturer instead of all of them, including the “recommended”? Why don’t we all take advantage of the opportunities provided by our dealers and OEMs?
So are you a “poser,” not able to define the USA Patriot Act of 2001, or are you a professional who is going to take action and commit right now to getting 1% better each day by learning a new component part and being able to clearly explain what it is, what it does, where it’s located, what it costs, and what happens when it fails? Be the pro!
Gasman is a senior training consultant with Reahard & Associates. With a father who was an F&I manager, he began his own industry career in 2003. In 2014, he won first place in F&I and Showroom’s F&Idol contest and helped his dealer earn F&I Pacesetter status, putting it on the map. Justin is AFIP Master – certified and ACE certified.
